Brands Briefing: Why employee-generated content is a priority for brands like Starbucks and Mephisto

Earlier this summer, Mephisto USA CEO Logan Bird took to LinkedIn to seek out a store manager for the brand’s new location in New York City. “But this isn’t a traditional retail job,” he wrote in a post. “I’m looking for someone who can sell shoes and create content. Every day.”

The ideal employee, he told Modern Retail in an interview, will appear on camera, drive traffic to the store and have the “influence and connections” necessary to crack New York City retail. They will earn a base salary, but also be treated as an affiliate, and they must be well-versed in fashion and footwear. “I want someone to come in with storytelling ideas and be able to leverage content that is going to make this store matter and make the brand more meaningful,” Bird said.

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